Kiyatec.com | Website

Kiyatec is a novel diagnostic company located in Greenville, SC, dedicated to revolutionizing the future of cancer care by accurately predicting individual patient response to oncology drugs with its proprietary 3D cell culture technology. Using spheroids that mimic the complexity of tumors, Kiyatec can predict which chemotherapies will work and which won’t by introducing treatments to patients’ own cells—if they die in the lab, they’ll die in the body. It’s functional precision medicine in its truest sense.

Kiyatec was helmed by the two scientists who discovered this cell culture technology. They had a phenomenal product but didn't have the experience or infrastructure to commercialize it broadly. We needed to generate national awareness of their 3D Predict platform and Kiyatec by developing a brand that would appeal to a wide audience, which includes newly diagnosed patients (and their caregivers), neurosurgeons, medical oncologists, and neuropathologists. On the other side of their business, they partner with pharmaceutical companies to determine whether an investigational drug candidate will actually work prior to human trials, thereby accelerating the drug development process.

Clinicians continue to prescribe the “gold standard” chemo agents even though 65% of the time they show no positive response. Kiyatec's 3D Predict improves patient outcomes by accurately providing patient-specific therapeutic response and non-response before treatment begins. For this campaign, we needed something immediately recognizable and striking. So we struck on a universally known acronym, "mechanism of action (MOA)," and made it personal. The Mechanism of Alice is different from the Mechanism of Alex is different from the Mechanism of Amy and so on. And we paired that with an artistic 3D rendering of a cancer cell.

Kiyatec’s original website fell far short of showcasing their revolutionary approach to cancer care. It was a jumble of information and disconnected graphics. Visitors to the site left not knowing what Kiyatec did. So we took it apart and started over, revamping the user experience, distilling complex content into digestible chunks, and introducing a patient-focused section. The result? A digital platform that embodies Kiyatec’s pioneering spirit and solidifies their position as leaders in functional precision oncology—clearly and understandably.